Business Report Starbucks. By Nadia, Sabrina, Vincent Date: May 18, 2006. The Main Business Activity. Coffee Cookies Cake C hocolate Some other snacks Starbucks CDs Coffee makers and affiliated equipment. The Professional Background. Starbucks in Taiwan –
By Nadia, Sabrina, Vincent
Date: May 18, 2006
President Coffee Corporation
products, service, music, environment, etc.
e.g.. Barista Coffee (西雅圖極品咖啡)
(Word of Mouth)
a. where there are many people & heavy traffic
b. in business center or shopping district
2. Large stations or rest areas
knowing how to sell affiliated products
is easy to be imitated by other coffee shops
Canned coffee, coffee ice cream,
hand-made cookies, and cakes.
Coffee makers, Starbucks staff
Short-term goal: Making more locations in 2006
(note: Starbucks does not have franchise)
Long-term goal: Be as recognizable a brand as Coke.
Technology affects supply chain issues and
proprietary roasting techniques.
Choose most appropriate long-term strategy to grow
sales and profitability.
Will open more locations in Taiwan for achieving a great turnover
Extend their branded product line and make some
products available in retail markets (e.g. selling
coffee, ice cream, cookies in 7-11.)
Develop more strategic alliances (e.g. Chinatrust